BA9253 SERVICES MARKETING Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University

BA9253 SERVICES MARKETING Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University

BA9253                                 SERVICES MARKETING                                                     LT P C
3 0 0 3

UNIT  I            INTRODUCTION                                                                                                   9
Definition  Service Economy Evolution and growth of service sector Nature and Scope of
Services Unique characteristics of services - Challenges and issues in Services Marketing.

UNIT  II           SERVICE MARKETING OPPORTUNITIES                                                         9
Assessing service market potential - Classification of services – Expanded marketing mix – Service marketing Environment and trends – Service market segmentation, targeting and positioning.

UNIT  III          SERVICE DESIGN AND DEVELOPMENT                                                           9
Service Life Cycle New service development Service Blue Printing GAPs model of service quality Measuring service quality SERVQUAL Service Quality function development.

UNIT  IV         SERVICE DELIVERY AND PROMOTION                                                            9
Positioning of services Designing service delivery System, Service Channel    – Pricing of services, methods Service marketing triangle - Integrated Service marketing communication.

UNIT  V          SERVICE STRATEGIES                                                                                      9
Service  Marketing  Strategies  for  health   Hospitality   Tourism   Financial   Logistics  - Educational – Entertainment & public utility Information technique Services case studies



1.  Chiristropher H.Lovelock and Jochen Wirtz, Services Marketing, Pearson Education, New
Delhi, 2004.
2.  Hoffman, Marketing of Services, Cengage Learning, 1st Edition, 2008.

1.    K. Douglas Hoffman et al, Essentials of Service Marketing : Concepts, Strategies and
Cases, Thomson Learning, 2nd Edition.
2.  Kenneth E Clow, et al, Services Marketing Operation Management and Strategy, Biztantra, 2nd Edition, New Delhi, 2004.
3.  Halen Woodroffe, Services Marketing, McMillan, 2003.
4.  Valarie Zeithaml et al, Services Marketing, 5th International Edition, 2007.
5.  Christian Gronroos, Services Management and Marketing a CRM Approach, John Wiley,

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